Creativity is thinking up new things. Innovation is doing new things–Theodore Levitt

Recent Articles

Subscribe

29

Jan

A McKinsey survey reveals how—and how much—customer analytics can improve profits and growth.Corporations across the world and industry sectors are increasingly approaching their businesses from a customer-centric perspective, amassing vast quantities of customer intelligence in the process. But harnessing this data deluge is a huge challenge.Even after drawing on sophisticated software systems to portion Big […]

In early 2016 I had the chance to attend the Creative Marketing Conference (CMC) hosted by the John Molson Marketing Association (JMMA). The conference included speakers, workshops, a unique case competition and unlimited networking opportunities that all came together to make this a first class gathering of creative marketing minds. Among the numerous points I […]

Defining the journeys that matter and deciding where to begin the transformation requires both top-down, judgment-driven evaluations and bottom-up, data-driven analysis; pursuing both of these efforts in parallel is the best approach.

A journey mapping session, drawing on existing research, may be sufficient to identify the most significant journeys and the pain points within them. That research is typically fragmented and often includes data on the customer volume in a given journey, reasons for call center complaints, and obvious gaps in performance.

Examples would be discrepancies between promises made in marketing materials and services actually delivered, or inability to connect customer touch points across various channels.

Journey mapping sessions direct attention to key customer journey problems. For companies seeking to fix a few glaring problems in specific journeys, such top-down problem solving can be enough. Those that want to transform the overall customer experience need to simultaneously create a detailed…